MidBritain panel on Travel
Here's a quick summary of what MidBritons had to say on travel.
MidBritons love to travel. They take at least 5 holidays a year, making them open to destination inspiration and travel deals all year round.
- MidBritons take 2 holidays and 3 short breaks annually. With so many trips to plan, they are constantly ‘on the look out’ for their next trip.
- On average, they take 2-5 months to plan their breaks, using newspaper articles and advertising as a major source for inspiration, before booking online.
- 45% of MidBritons have also booked spontaneously
MidBritons like to vary their type of holidays
- Most commonly they go on a city break or a beach holiday however lakes and mountains and multi-country trips are also popular choices. Types of future holidays they plan to take: cruises, multi-country trips, spa holidays, safari and Orient Express.
- They also escape within the UK, Cornwall and Devon is their favourite destination.
Their holiday wish list consists of adventure, mountains, lakes and culture.
- Australia, New Zealand and Canada are top of the wish list
- 1 in 5 dream of going to China
Top 5 reasons for choosing a holiday
- Relaxing, good food, hotel facilities, cost and weather
They don’t mind spending the cash to get a better quality holiday
- Each MidBritain spends £2,371 on holidays every year, and that’s just the travel and accommodation
- 6 in 10 MidBritons consider luxury packages important and are willing to pay extra for a luxury experience
Source: BMRB; Base: 1,488 MidBritain Mail Readers; Survey date: July 07
